# The BIGGEST Lies You’ve Been Told About Social Media

Channel: Kallaway
Video: https://www.youtube.com/watch?v=DFSU-YPRTs8
Duration: 19 min
Language: English
Words: 4443
Transcript page: https://viewrankai.com/tools/youtube-transcript/DFSU-YPRTs8

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[0:00] If you're trying to build a personal brand on social media, there is so much bad advice you have to avoid. And the truth is, the hardest thing about content in this era is just knowing who to listen to. So, in this video, I'm going to break down the nine biggest lies you've been told about content,

[0:15] social media, and personal branding. These are by far the most common traps that keep people from winning, and they just get amplified over and over by these fake little gurus. Now, if you don't know me, my name is Callaway. I have a million followers. I've done billions of views and I've also built two of the top personal brands for myself in two different spaces. This stuff is all I do all day long. And so I'm going to do my absolute best to make this video a bible when it comes to winning on social media and building a premium personal brand. All right, line number one, and this is a big one, is

[0:44] when people say there is a set content formula for how to win on social media. That there is some magical cheat code strategy that just works every single time for every niche. This is a lie. The truth actually is there's only one universal principle that matters for building a personal brand with content. It's called time under trust. Just like when you're working out and you need time under tension to build muscle in personal branding, you need time under trust. And all that means is the more time someone spends consuming your content above a trust line, the bigger your personal brand will grow. That's it. That's the whole game. That's the

[1:19] whole secret of personal branding. How many minutes are they paying attention to you? And are those minutes acrewing trust from them to you? And this is why there's no set formula when it comes to personal branding. Every niche can use different formats, different strategies, different editing, top of funnel, bottom of funnel. It doesn't matter. All that matters is that the person watches a lot of your content and trust acrruze from it. Now, the minutes part is pretty straightforward. You got to get them to watch more. But how do you get trust to acrue when they watch your stuff? Here's exactly how. People trust you when you

[1:49] tell them things they haven't heard before that they can actually use. Non-obvious and tactically useful. If you tell them something they've already heard, well, that's obvious and so trust doesn't acrue. If you tell them something they can't use, well, maybe it's interesting, but trust doesn't acrue. So, all you need is non-obvious and tactically useful. Now, where do you learn these non-obvious and tactically useful things that you put in your content? You learn them from having actually done the things that you're talking about. You have real skills, real experiences, real proof, real conversations that turn into insights that are real. This is the fundamental DNA for how you build trust. And trust

[2:25] is how you build personal brands. That's really all it comes down to. Personal branding is not more complicated than that. Now, if you've watched my stuff for a while, the reason you trust me is because I say more unique stuff you haven't heard before than everyone else in this space. And the only way I've been able to do that is that I spend every waking hour for years actually in the trenches doing this. So if you're being sold by some fake personal branding guru that there's a magic

[2:51] formula you can follow, don't buy it. Save your money. I'll just tell you it's more minutes and more trust. That's it. All right. Lie number two in content, and this is the one that kills me, is you are the niche. Let me just come out and say it. You are not the niche. Jennifer Aniston, she is the niche. You are not the niche. Now, what's the difference between Jennifer Aniston and you? The main difference is that she has

[3:14] actually done stuff worth talking about. All the gurus that say you are the niche, including Gary Vee, and I love Gary Vee, that is not the right advice for someone to grow in this era. Do not document your life. Do not build in public. Do not flex your hobbies. Do not talk about stuff you know nothing about. These things are just more noise in the sea of noise. You can do them if you want to practice the skill of making content. But if you're actually trying to build a personal brand or god forbid

[3:40] monetize something, those will not work. The value around a core topic where you have expertise, that is the niche. You are not the niche. Now, of course, you can infuse your personality into the content. You can execute the format and the visuals however you want. The branding can be amazing, but that's not the niche. And that's not the cake. That is all the icing. The cake is the topics you choose and the insights you have that are unique, non-obvious, and helpful. The only people that transcend their niche and become the niche themselves are people that are so big where fandom has been built for so long

[4:13] that people actually want to hear their opinion on other stuff, not just the core topic. 99% of people watching this, me included as a creator, are not big enough to transcend bigger than the niche. When you say Callaway is the niche, no. Marketing and social media content is the niche. Callaway is just trying to be one of the most non-obvious and tactically useful people communicating value in that niche. I don't know why I just went third person, but you get the point. I can't stress this enough. The algorithms do not reward channels that talk about all different topics all over the place. So, you communicating about your hobbies or

[4:44] in your car with random stuff that will not move the needle. Here's the truth, and I will tell it to you straight. Any guru you hear pedalling this you are the niche narrative. They are either famous or they are selling you a course to teach you on how to be the niche so that they can monetize. That's it. Nobody building any real business or any real personal brand is pushing this narrative. And I'm just sick of people getting taken advantage of with their money taken falling for this. If you want to build a personal brand in the marketing space, well then marketing is the niche. You talk about marketing and

[5:14] you add your personality on top. All right guys, you can tell my tone I'm hot in this video. I'm just so sick of all these fake gurus that repeat and regurgitate the wrong advice. So many people come and ask me for help and then I have to unwind these bad habits. So that's why I wanted to make this video and just set it straight. Do not fall

[5:30] for these lies from these fake gurus. All right, lie number three is when these coaches tell you that the reason your videos are not working is because your hooks are bad or your storytelling is the problem. This is a lie. Your videos are not working because of only two things. the topic is not something people care about or your take on that

[5:47] topic is not new, unique, or different. If you're a clone and you're just regurgitating something else you heard, then your take is not new and the trust does not acrue to you. In the viewer's brain, subconsciously, they get a hit of dopamine when they hear something new for the first time. And that is how trust actually occurs. Some of these clones have tons of views and it's because they're reaching beginner international markets where those people haven't heard the source person say that thing and so they're getting the novel insight from that clone. But real people in the game, real buyers you want, they know you're just regurgitating these

[6:19] points. The sad truth is if you're the fourth person to say the same thing over and over, the person who hears it doesn't trust you. Even if what you said is the right answer in content, having the unique non-obvious perspective is everything. That is how you build a defendable personal brand. So the entire game can really be boiled down to topic and contrarian take. If you have a validated topic and a non-obvious take that you explain fluidly with high speed value, you will win. Now, here's the exercise that I think is most powerful to help you come up with these non-obvious takes. You take whatever your topic is and you ask yourself, what

[6:53] do I believe to be true about this topic that 99% of other people either haven't heard of or would disagree with? That's your contrarian take. Now, the hook obviously matters, but unless you have a contrarian take that is different and good, whatever you do in the hook just won't land. The storytelling and the editing and the posting and the captions and all that is downstream of the topic and the take. The truth is, and this is a brutal truth, the goats of content, they're spending all day finding and refining these topics and takes. That is where all the juice is. And the reason this game is so hard and keeps getting

[7:24] harder is because there's less and less new stuff, less and less new takes that you can put on that are fresh. All right, line lie number four that you often hear especially from like creative artistic type people is that using data doesn't make you creative. And all I have to say that is guys, it's called a starving artist for a reason. I don't like starving. The optimal way to play the content game moving forward and I've said this before is data enabled creativity. If you go all in on data and you rig up this AI system that just prints content out, that is never going to work because that will trend to

[7:54] average. But if you go all in on intuition and you just create whatever you feel like creating just guessing, you'll miss and your following will not grow. Your views will not get traction. You will not build a personal brand. You'll be an artist, but you'll be starving. The middle ground is where you want to be. Data enabled creativity. You use the data to figure out what has already worked. And then that frees up your creative capacity to twist, remix, reinvent, reimagine, whatever that take is so it's fresh. Essentially, the way I think of it is you want to use the data to aim your creativity in the right

[8:27] area, but then still you have to be creative in the last mile. This is why with Sandcastles.ai, what we're seeing from our users that are really crushing with this, they're building workflows that pipe the data in so that when they start their creative process, they know exactly what topics and formats have already worked. Then they go creative on the rest of their time. I'm telling you, and I will scream this from the rooftops. The future of content is not

[8:49] copy-pasting scripts from other people. A, that's corny, and B, it's ineffective. It will just trend towards average, and you will not cut through. And think of it like this, one last metaphor. When you're making content, you want to be like those guys on the beach with those metal detectors hunting for the gold. The data points the guys to the right spot on the beach, but they still need the device to go dig and find the gold. The data doesn't just give you the gold. it points you. So then you can create the gold with your own creativity. That is the sweet spot. Now I know we're kind of in this new world

[9:21] about how to use the data but also be creative. I actually made this video. It's completely free on the channel where I broke down my content workflow and how I use Sandcastles Plus Claude in each step. For topics, where do I use data? For formats, where do I use data? For script writing, where do I use data? For coming up with my take, where do I use data? It's all broken down. Data versus creativity. And I walk through a whole flow. If you want that, I'll link

[9:43] it below. You can watch that for free. All right, lie number five is a brutal one and this is where people will say all you need to make more money from content is to just get more views. More views, more money. That's how it goes. Guys, this is a lie. And the reason why is because not all views are created equal. The right view from the right viewer can be worth a,000x a random other view. I've seen people get millions of views every single video, and I know for a fact they're only

[10:06] making a couple thousand bucks a month. This is the core contrarian insight. If you want to make real money with content, TAM total addressable market is not the most important thing. The most important thing is audience product offer alignment. Do you have a product or offer that is super aligned with the audience and the content you're making? That alignment is everything. That's the difference between $5,000 months and $500,000 months. The more misaligned that product offer, content alignment is, the worse off you'll be from a monetization perspective. And I don't care if you're building a personal brand to sell your own products or even to do brand deals. That alignment matters so

[10:40] much. The lesson is you don't want to chase big topics to get big viral views if it means you're violating that alignment. Doing that to go for breath is almost always worse than depth. And to be honest, this is one of those areas where the fake guru coaches just aren't that sophisticated. A lot of them may be good at growing channels and getting views, but they don't have the rigor on the back end for actually building businesses and turning viewers into buyers. I've built three sevenf figureure businesses using three different business models from my own content. So, if there's one thing I'm extremely deep on, it's how to actually

[11:11] turn views into dollars and build a content system that does that. And if you want to learn how I do it, I put together a full system. It's free where I go through my whole content process, the front-end content strategy. But I think what's more interesting is my monetization flows, how I actually turn those views into dollars. It's completely free. You can get it below or

[11:29] at shortformsystem.co. All right. Lie number six is when people say to create for everyone in your niche. This goes with the TAM point that you want to get everyone in your TAM aware of your content. This is a lie. This is not the right answer. Instead of trying to create for everyone in your niche, you want to create for a single

[11:45] person. I call this an audience of one. Maybe this is a younger version of yourself if you're in the ICP. Maybe it's a specific customer that you work with. But you want to go as far as to have this single person in mind when you write and record the content such that it would be impossible for that person not to share it with others if they saw it. Like for me, for example, when I wrote this exact video, I was thinking

[12:06] of this guy, my homie Ronnie Mitchell. And I was like, if Ronnie watches this video, I want him to think, hell yeah, Callaway actually knows what he's talking about and just get a little bit more trust acred from him. And the reason why is because Ronnie is a proxy for the type of person I want to attract with this type of content. And so I know if it's a bullseye for him, it'll be a bullseye for others like him. Once you have that single person in mind and you build for an audience of one, you can

[12:31] really customize the content for them. You can use examples that would resonate with them. You can ignore the generalizations and go super specific. And this will make your content way, way better for your target avatar. Don't try to be everything for everyone. Focus on one person and I promise you, your content will land better. All right, lie number seven in content is when people

[12:48] say to go for quantity and not quality. This is the age-old debate of quantity verse quality. And I've come all the way around on this. Let me just give you the answer for how you should actually address it. And I think this will make sense once you hear it. A lot of people say post 10 times per day. Let the algorithm decide the quality. A lot of

[13:04] people say quality over everything. Don't post too much if the quality is too low. So where do you actually land? I think of this in three phases. Phase one takes about 20 to 30 videos. Phase two 20 to 30 videos. And phase three is forever. Phase one is the skill acquisition period. This is when you don't know how to make content and you need to get your skills up to base level. So before anything else, before any strategy, you got to learn how to articulate yourself. You got to learn how to take one video through the pipeline and actually post it. So in this phase, you want quantity over

[13:34] everything. You want as many videos posted with the learning between as fast as you can in a compressed timeline. You want to run up the mountain to actually learn. Now, this doesn't mean batching. People get this wrong. That means make one, post one, analyze it, learn, and then make another one. If you want to do two or three per day, fine. But don't do a batch of 20 because then your learning doesn't happen until number 21. It's super delayed. Now, once you get your skills up to a 7 out of 10 or so, and that's it's mushy, but like you'll feel it. You move on to phase two. Phase two

[14:04] is where we put in a quality floor. Now, quality doesn't mean the visuals. It doesn't mean the layout. Quality is the best you could have done on that video based on your skills at that time. That goes for the idea, that goes for the research, that goes for your delivery, that goes for the way you communicate your points, that goes for the packaging, everything. And the way you

[14:23] get good is by instituting this floor. Once you know your skills are a 7 out of 10, you institute this floor and you never go below. Now, I'll just come out and say it. The people that say quality doesn't matter, that's nonsense. Quality for sure matters. in a world of infinite supply at the average. The only way to cut through is better quality. That doesn't mean better quality visuals, but it means better quality ideas, stories, and everything else I just said. Now, in phase two, you're not just machine gunning quantity as hard as you can, unless it's at the quality bar. Now, that's phase two. You bring quantity way

[14:52] down three, four, five posts a week, but you get that quality floor in there, so you never dip below it. Now, after about 20 to 30 videos of this, you're going to move to phase three, and this is the like permanent phase where you make content in forever. And this is where you get your quality about as good as

[15:07] you think you can do. Nine out of 10. Typically, you're not spending 12 hours per video, 10 out of 10, but you're at a nine out of 10. It's it's really like maximizing the squeeze out of your skills. Then you slowly inch up quantity while holding that quality bar there. Two videos, three videos, four, five, six, seven. Then you go twice a day all the way up to three times per day. And

[15:26] this really is the big takeaway, right? Phase 1, two, three, this is the big takeaway. You have to go through phase one, the learning phase. There is no learning for me. If you're going to go to high school, you have to go to elementary school. Learn in elementary school to go to high school. If in elementary school you copied everyone's homework and you never learned, are you going to be good at high school? Of course not. You have to go through that initial phase of sucking. Every person that I've coached that's actually gotten to million view videos, they all went through the phase of sucking, they hated

[15:52] it, but they got through it. Everyone I've coached that never got to million view videos, they quit during the suck. You have to stay in phase one and actually learn to improve your base skill floor. All right, lie number eight, and I hate this one, is when people say you have to show up on every platform everywhere all the time. And this is pretty common advice that

[16:09] beginners get when they start out. They're like, "Ah, there's seven or eight platforms. I have to post everywhere. I have to be everywhere." This is a lie. It's not that you don't want to be everywhere. Of course you do. You don't want to anchor your expectations and put such a stretch goal on yourself in the beginning when you're in phase one, closing the skill gap. All the social platforms behave very differently. All the audiences have different proclivities on those platforms. For example, LinkedIn tends to skew older, more professional, higher

[16:36] LTV and also behind on the trends. YouTube Shorts, on the other hand, skews younger. It's very pop culture relevant, very entertainment focused. Instagram and Tik Tok fall somewhere in between. Depending on the content you make and the audience you're making it for, you should pick one of these platforms as your home platform. You don't need all of them to win. what I call the modern content stack, which is really where personal brands go, is short form home platform, long form home platform, which is YouTube, both into email. That triangle, that's the modern content stack. But you don't need to start there if you're a beginner. What I recommend

[17:07] is you pick either short form or long form. If you pick long form, it's YouTube. If you pick short form, you pick one home platform and you dominate there first. If you want to crossost, fine. But don't worry about the metrics. Don't worry about the comments. You focus only on optimizing for your home platform. forget about the rest. Because the truth is, the main reason people quit is that they get overwhelmed with the amount of work and the amount of

[17:28] posting and the amount of coordinating. Reduce all that lift. Just focus on one home platform until you get good enough to earn the right to post everywhere else. All right, lie number nine. This is the last one, and this one hits close to home. It's jump on the trend when the trend is hot. That's what everybody says. The best telltale sign of a fake guru is when they're like, "Oh, you just got to chase the trends when they're

[17:47] there." I'll be very blunt with this. Stop doing the trends. Stop grabbing the exact word for word hooks people are using. Stop using the trendy music. Stop doing the trendy formats where somebody invents something and then everybody copies it the next day. Stop doing that. You're not building a personal brand that actually cuts through by doing

[18:04] that. You're just a derivative clone. Even if it does work out well and you get views, you're not acrewing the trust that you think you're acrewing. And your personal brand doesn't improve unless trust is being acrewed. The goal is not to follow trends. The goal is to start trends. You want to zag when everyone is zigging. So by the time they come around, you own this lane. It's good to look at the data to see what's performing well so that you know how to remix away from what everyone's doing to create your own lane. I'm telling you, if you want to build a personal brand that actually cuts through, you need to

[18:34] make your own trends and just doing the copy thing just will never work. All right, guys. That is all I wanted to cover on this video. As you can tell, I got a little heated on that one. I just hate these fake gurus that are just regurgitating the wrong advice. Again, like I said, people come to me and they want my help and then I have to unwind all these bad behaviors because they've heard people say this over and over. So, hopefully this can be a little bit of a bible for you that you can go through and kind of unwind some of those

[18:57] thoughts, some of that bad behavior. Like I always say, my goal is to actually help you with content. I mean that. You can hear it in my voice. All I want to do is help 1 million business owners make $1 million with content. That's $1 trillion of market impact. If I can do that, that would mean everything. So, I know this channel is still small, but if you're rocking with it and you feel like this resonates, make sure to subscribe and check all the free stuff in the description. I got to just give a lot of the free stuff away if I want you guys to get there. So,

[19:20] it's all there for you to take if you want. All right, we will see you guys on the next one. Peace.

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